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Service Logic Business Model Canvas

Jukka Ojasalo (Laurea University of Applied Sciences, Espoo, Finland and University of Helsinki, Helsinki, Finland and University of Johannesburg, Johannesburg, South Africa)
Katri Ojasalo (Laurea University of Applied Sciences, Vantaa, Finland)

Journal of Research in Marketing and Entrepreneurship

ISSN: 1471-5201

Article publication date: 26 March 2018

Issue publication date: 12 July 2018




The purpose of this study is to develop a service logic oriented framework for business model development. “Service logic” covers the basic principles of the three contemporary customer value focused business logics: service-dominant logic, service logic and customer-dominant logic.


This study is based on an empirical qualitative research and deployed the focus group method. The data are generated in a series of interactive co-creative focus group workshops involving both practitioners and academics.


As the outcome, a new tool was developed, called Service Logic Business Model Canvas. The new canvas is a modified version of the original Business Model Canvas (Osterwalder and Pigneur, 2010).

Research limitations/implications

This study adopts service logic in business model thinking and increases knowledge on how to keep the customer needs in the centre of business model development.

Practical implications

The developed canvas makes the theory of service-dominant logic tangible and easily applicable in practice. It enables service innovation truly based on customer value by ensuring that the customer is in the centre of all the elements of a business model. It can function both as a rapid prototype of a new business model and as a communication tool that quickly illustrates the company’s current business model. It can also help in creating a customer-centred business culture. It is designed to be applied to each customer profile separately, thus enabling a deeper understanding of the customer logic of each relevant profile.


Earlier business model frameworks tend to be provider-centric and goods-dominant, and require further development and adaptation to service logic. This study adopts service logic in business model thinking. It embeds the true and deep customer understanding and customer value in each element of the business model, and contributes to both business model and service-dominant logic literature.



The authors wish to thank the following persons for their valuable contribution during the research process: Mari Ainasoja, Leena Alakoski, Jaana Auramo, Taru Hakala, Anu Helkkula, Henri Hietanen, Marko Kohtamäki, Heidi Korhonen, Lasse Mitronen, Marko Mäkipää, Iiro Salkari, Tiina Tanninen-Ahonen, Marja Toivonen, Ismo Turunen, Stephen L. Vargo and Anna Viljakainen.


Ojasalo, J. and Ojasalo, K. (2018), "Service Logic Business Model Canvas", Journal of Research in Marketing and Entrepreneurship, Vol. 20 No. 1, pp. 70-98.



Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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